Millennial Miscomm

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I’ve read a plethora of articles on millennials, from topics covering how to work with millennials, to the changing face of the workforce and adapting to the millennial work ethic. A new generation of business professionals brings with it a variety of significant implications. Employers must respond with answers to two questions: how can we attract millennials and stay competitive? How can we capitalize on the changing workforce to do better business?

So, I get it. Everyone wants to learn more about the mysterious and unique creature that is “the millennial.” As a millennial, I appreciate the curiosity and adulation. Millennials bring to the table a whole new world of social media expertise, highly connected networks, and experience with new technologies. However, if you’re responding to the changing workforce by simply accepting millennial demands, you’re doing it wrong!

In case you missed it, millennials are considered the “entitlement generation.” We’re children of baby-boomer, helicopter parents who all received participation trophies whether we finished first or fifteenth in competitions. We expect immediate, if not instant, gratification in most settings (apologies if this page took longer than 2 seconds to load). Is this a culture that employers want to accommodate? How low can you limbo before you fall on your behind?

Full disclosure: I’m gainfully employed at an economic development organization where I manage social media, a website, and wear whatever hat that needs a good head.

I wish not to criticize my fellow millennials, but rather to break the mold and release the stigma. When we read and agree with these articles on working with millennials, written by experts (or even millennials!), we feed the entitlement beast. We give millennials the security blanket they expect! Ushering in a younger workforce is a two-way street. Why not ask millennials to adapt to what works now? Is it so radical to think that millennials could learn a thing or two from their predecessors? I don’t always agree with establishmentarianism. However, as we shape-shift as a knee-jerk reaction to change, we discount the establishment even if it’s successful. It would be a shame to rob the younger generations of the knowledge gathered from experienced businesspeople.

I propose only to welcome change with experience. Maintain an outgoing lane of knowledge exchange so that the broader cross-generational workforce can benefit. Millennials need maturation. Baby boomers need rejuvenation. Seems mutually compatible, right?

I’ll leave you with a quote from American economist and author, Thomas Sowell: “Much of the social history of the Western world, over the past three decades, has been a history of replacing what worked with what sounded good.”

Millennials, let’s learn from the wise generations before us. Just because the change we bring may sound good doesn’t mean it’s gonna work.

The Most Interesting Man, Lily Adams, & A Gecko Walk Into A Bar…

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…So they order a round of Mexican lagers, check in on Facebook using their 10GB family data plans, and discuss saving 15% or more on car insurance.

Given the ambiguity of this article’s title, it would seem quite difficult to predict the situation between the three characters. However, if you’ve watched TV or been on the internet lately, you could’ve nailed it on your first guess. That’s because marketers have successfully tapped in to a fundamental aspect of social engagement: personality.

With the rise of social media and inevitable content overload, it’s easy for brands and products to get lost in the fray. Connecting with consumers may be as easy as it’s ever been, but building a relationship beyond the superficial “like” or “follow” is still tricky. Finding profitable, new customers while pleasing loyal fans takes creative thinking. In one of the biggest marketing trends I’ve seen, this creative thinking takes a human-oriented approach.

Successful brand and marketing managers know that building strong, valuable relationships with consumers requires being a human being. It’s difficult to relate to a bottle of beer or a smartphone feature. And very few of us get excited about insuring our vehicles [sorry broker friends]. This is where personality marketing comes into play.

Dos Equis grabs your attention with humor, curiosity, and aspiration. How many “I don’t normally do X” scenarios have you heard or created? We believe that the Most Interesting Man in The World is, in fact, the most interesting man in the world. And we drink Dos Equis because we want to be the most interesting, too! Or, because we want our beer to be an extension of our curious and humorous selves. Chances are, you’re not drinking Dos Equis just for the taste.

AT&T recently launched a campaign to promote its new family plans with a different kind of spokesperson. Lily Adams is sharp and witty, yet sweet and approachable. We see her interact with a variety of characters throughout the campaign, to whom many of us can relate. Whether she’s whispering so she does not disturb a sleeping baby or exchanging basketball accolades with Grant Hill, we listen and remember. 10 gigs to share with unlimited talk and text never sounded so sweet.

And who can forgot everyone’s favorite insurance-purveying gecko: The Geico Gecko? Geico recognized the American infatuation with foreign accents and animals as an opportunity to reach us on a personal level. We can’t help but love the personification of animals. The Gecko’s accent [even with its changes] is memorable and perfect for comical impersonations. His subtle, animated mannerisms are adorable. And just like that, something as dull and, perhaps, gloomy as insurance becomes fun and engaging. That took way less than 15 minutes.

When it’s all said and done, humans are sympathetic creatures looking to relate to one another. Products and services, otherwise mundane and inanimate objects outside of their function, need some spice and flavor to capture our attention [and wallets]. Brands with personality help us justify our purchases and add to our own personal expression. Brands without personality fade into the content abyss. The stickiest of brands are the ones that we can relate to, appreciate, and be proud of; all of which are feelings typically associated with human-to-human relationships, rather than B2C relationships.

When the bill comes, we, the consumers, pay the price. But a valuable brand relationship is worth every penny.

Hey, You. How About Some Good Juju?

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In casual conversation, I frequently run into references of “bad juju.”  In most instances the reference is reactionary, conveying the sheer negativity of an unfortunate occurrence. We’ve all made or heard the reference. Frankly, I’m sick of my beloved nickname, Juju, being restricted to connotations of hardship and misfortunate.

I’m here to bring you nothing but Good Juju.

It’s time to change the status quo. I’ve created an ecosystem where bad juju ceases to exist and is replaced by only that which is positive, wishful, and, well…good. The only business in which I choose to engage is positive. My business brings Good Juju.

Good Juju Consulting is a sanctuary where brands discover their Good Juju, enabled by integrated marketing communications that create connections and build relationships. This is what will keep your audience engaged, whether you’re communicating with consumers, employees, key stakeholders, or the greater community. Good Juju stands by one simple truth: communicate value to succeed. Let’s eliminate all of the bad juju that exists in the forecast and proactively uncover some Good Juju.

No, this is not a “Hello, World” blog post. This is more than that. Consider this a, “pleasure to meet you and thanks for stopping by” post. Take a look around. Hang out for a while. Connect with me and let me know your thoughts! And remember, this is only the introduction. Stay tuned for what’s to be written.